CLIENT
BMW x SCADpro Collaboration
TYPE OF CLIENT
Automotive
CATEGORY
Metaverse, Design Management, Product Design, Experience Design
This project is under an official NDA, not all of it may be shown publicly.
BRIEF
Design a transition from Fortnite to a BMW-owned digital space which we labelled 'VXP' (Virtual Experience). BMW released their creative world 'Hypnopolis' on Fortnite a few weeks into our project, changing our design brief to now design a transition from Hypnopolis to the VXP.
BMW Metaverse Strategy: Transitioning users from Fortnite to BMW's virtual experience. I helped provide value for BMW and the target users.
My Role
Design Manager and Strategist Lead
Managed design teams and led creative direction for the project
Projected Results
- 75% transition rate of Fortnite Hypnopolis users to BMW's VXP platform within the first three months of the transition campaign
.png)
.png)
Moving Body, Heart & Mind
BMW's new mission is to move the body, heart and mind of their customers. They aim to create cars that don't just transport you physically but also stimulate your emotions and intellect.
Commitment To Innovation, Sustainability & Social Responsibility
BMW Group aims to be synonymous with innovation, sustainability, and social responsibility. The company positions itself as a brand that not only delivers cutting-edge vehicles but also actively contributes to enhancing society.
The Digital Age For Automotive Companies
BMW is adapting to the digital age catalyzed by COVID-19, prioritizing the establishment of a robust digital presence to meet evolving consumer needs and secure its position in the digital space for the future.
.png)
All Eyes On Gen Z
BMW prioritizes Gen Z, tailoring its digital efforts to resonate with their preferences and values, aiming for lasting brand loyalty and relevance in a tech-driven market.
Gen Z Value Experiences Over Tangible Items
Gen Z prioritizes experiences over tangible items, seeking meaningful interactions and connections in their consumption choices. Understanding this preference, our team looks to divulge how can BMW be a catalyst for experiences.
Adapt or Perish
One of the biggest killers of business is an unwillingness to adapt. BMW's focus on adapting to the digital landscape reflects the understanding that in today's business environment, adaptability is paramount.
Key Learnings
The Importance of
Design Leadership
The design leader or manager plays a critical role in shaping strategy, managing processes, setting timelines, and fostering team chemistry. Initially, we lacked this leadership, prompting me to step up and take on the responsibility.
1
Design Must Provide Value
Throughout our pitches to BMW, I learned the importance of focusing on the value we provide to both BMW and its target users. It's essential to ensure our pitch aligns with BMW's business objectives rather than solely aiming to impress with cool ideas.
3
The Concept of Group Genius
Teamwork is crucial; the combined intelligence of a group often surpasses that of any individual. We learned that working together was far more valuable than letting ego's get in the way.
2
Team All-In Over Ego
Throughout the project, personal egos often influenced the dynamics, as emotions became attached to ideas and concepts. Addressing this early on would have enhanced efficiency and cohesion within our team.
4
We Proposed A 3-Phase Design Solution
We presented BMW with a three-phase design solution: initiation into Hypnopolis (Phase 1), a seamless transition to the VXP (Phase 2), and user retention within the VXP (Phase 3). These stages aim to connect deeply with users—touching their body, heart, and mind (the BMW Brand Values)—and fulfilling their desires. These principles are the foundation of our design, leading straight to the hearts of Gen Z.
.png)
Phase 1: Inititation
In the initiation phase of Hypnopolis, we focus on sparking interest by engaging users' body, heart, and mind, inspired by BMW values. Task one offers a thrilling third-person shooter game, task two challenges strategic thinking, and task three evokes an emotional response. Transitioning gradually between tasks helps ease players out of their shooting game habit, ensuring a smoother transition to driving gameplay.
.png)
Phase 2: Transition
Bringing BMW's character Julia to life to connect further with Gen Z.
Phase 3: Retention
Now that we have our users in the VXP, the next challenge is retaining them. After putting in considerable effort to attract them, our focus shifts to maintaining their engagement and loyalty within the platform.
Racing Gameplay & Leaderboard
Constant Events With Real-Life Rewards & Incentives
Virtual Events Hub to hold virtual events & concerts
Real-Life Rewards being any of the BMW sponsored events
LEEADERSHIP
As one of the key leaders on the team, I led the pitches and feedback sessions during our presentations to the clients from BMW. It was an amazing learning experience as I became more confident in myself as a leader and presenter. It was also interesting as we were pitching to designers from BMW in person but then also a range of different stakeholders from BMW in Germany, so using the correct stakeholder languages to articulate our message was extremely significant.
